Quantitative research methods

- Quantitative research is all about numbers and statistics.…It seeks to quantify the thoughts…and actions of a target audience.…To understand past or current behaviors,…and, or to predict future behaviors.…How satisfied are our customers?…How will a price increase impact sales?…What is the market size for our new product?…To illustrate, let's continue with…our Andy's restaurant example.…Recall that you work for Andy's,…a national chain of family restaurants,…and you're planning to renovate all of the restaurants,…to appeal more to the younger, 20 to 30 year olds,…without losing the current appeal to families.…

Because you are looking to quantify your results,…all questions should be written in a way…that produce numerical results.…Some questions are naturally quantitative,…in that they ask for a numerical answer.…Such as, how often do you eat out in an average month?…On average, how much do you spend when you eat out?…How often do you order a salad or an alcoholic beverage?…How far do you typically drive to a restaurant,…

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Released

4/15/2015

Get to know customers at a deeper level—not as stats but as people—with marketing research. Expert Cheryl Ladd shows how to understand and leverage the best marketing research method for the subject at hand. She lays the groundwork for understanding the marketing research landscape and its role in decision-making, before explaining the process: everything from determining the correct approach to determining data collection methods.

The course also explores how marketing research evolves throughout a product lifecycle and identifies possible stumbling blocks and ethical considerations when performing market research.